Customer Relationship Management (CRM) software has gone through many changes the past decade. The software has modified the way companies contact customers and store customer information. Emails, phone numbers and past correspondence are all recorded and used to gain insights to customer behavior and improve relationships with customers. The development of a mobile app, built-in marketing automation, and drastically better visuals have made the software practically all encompassing as a tool to handle the sales, marketing and customer service areas for a company.
Typically, CRM has been a reactionary software that feeds off the innovations of other solutions. However, with the drastic increase in companies looking for CRM software providers, it is now in a position to become a leader in new software features. Let’s take a look at some of these features to get a peek at the future of CRM.
1. Social media integration
Technology is ever changing and expanding, especially in the world of social media. To put it in perspective, both LinkedIn and Facebook were launched more than ten years ago. Many small companies have turned primarily or solely to social media as a means to communicate with, update and expand their customer base and have experienced great success. Relying only on social media for Customer Management is a free tool, but does not offer the benefits of recording correspondence or storing contact information the way that traditional CRM software does. It seems only inevitable that the next development for CRM software will be to integrate social network data with embedded connectors to social media sites like Facebook, LinkedIn and Twitter.
2. HUGE (not big) data
Big data is a common reference to the massive amounts of information companies have. Due to the increase in capabilities and tracking that a CRM solution can do (such as the call center module, customer service, prospecting, marketing, and other promotions), the amount of data is continually increasing at a crazy pace. This has led to the development of “huge data.”
3. Assistants in the software
Comparable to Siri, a voice assistant built into the software could be a big help in going through the huge data. For example, you could ask, “Pull up our last ten new accounts and show me how much the sales were and which rep was associated with each sale.” Instantly, all this information could be at your fingertips ready for your analysis.
Building off the recent advance in mobile CRM apps, one step farther might be holograms. The technology is there and the possibility of a 360 view of data in a pipeline, graph, or chart, is not as far off as one might think (all without requiring any special glasses or lighting).